As uncertainty reigns, Ford offers worried consumers staff prices

The automotive industry is likely to be particularly hard hit – even in the US, where some analysts are predicting prices on some vehicle models could rise by as much as US$12,000. 

As worried American car-buyers either panic-buy or elect to keep their wallets firmly shut as they wait and see, the giant Ford brand has launched a marketing campaign that offers almost its entire model lineup to the public at staff prices. 

Most auto brands offer their employees special discount pricing and, in the case of Ford, the current offer to consumers is valid to 2 June 2025. 

The campaign is being promoted as ‘A Handshake Deal for America’ and kicked off on the same day that President Trump made his import tariffs announcement. 

“In times like these, talk is cheap. At Ford, we believe in action,” says Rob Kaffl, Ford Director for US Sales and Dealer Relations, in a statement posted on the company’s website. “We understand that these are uncertain times for many Americans.” 

Kaffl’s statement also plays on patriotism, emphasising: “When you buy a Ford vehicle, you’re not just getting a capable vehicle; you’re investing in American jobs and American communities.” 

Marketing budgets likely to be hit 

Meanwhile, global research and advisory company Gartner is predicting that global marketing budgets will be hit by the current uncertainty caused by President Trump’s tariffs announcement. 

“We’ve been collecting data from CFOs and they’re starting to feel uncertain themselves,” said Ewan McIntyre, Vice President Analyst and Chief of Research at Gartner for Marketers, quoted by the website Marketing Dive. 

 “Marketing unfortunately is the door that gets knocked on first when CFOs are starting to feel uncertain about their budgets, because they feel it’s easy to withdraw.”